Dina Townsend, retail practice leader at RMG, gives her top five thoughts on the digital signage developments taking in the retail space today

Touchscreen devices such as iPads are becoming more and more prevalent within the in-store shopping experience, as retailers are increasingly turning to this technology to help increase their sales revenue.

These touchscreen displays are typically placed around the store, allowing customers to scan through the available inventory and enabling them to order items online for themselves. This therefore reduces the need to speak to a customer service assistant – ecommerce meets instant gratification.

Around the world retailers are incorporating digital signage tools like this in innovative and exciting ways, especially as they struggle with low margins and the increasing demands from a digital consumer base. Digital signage has instant appeal as a way to connect and engage customers. It is also a core component to the next generation of retail-aligned technologies, such as wearables, beacons and virtual mirrors.

Artificial intelligence is real

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Digital signage deployments that include eye-tracking, voice and facial recognition are on the rise. AI-based systems such as this have the aptitude to manage and monitor audience reaction, noting, for instance, where on the screen people look.

This capability feeds a wealth of information back to retailers looking to capture and optimise marketing efforts. It’s also driving the trend toward tailored content specific to the person currently looking at the screen. In the near future, AI software will recognise a person and then choose what content to show them.

Digital signage is processing big data

The responsive nature of digital signage equipment is increasing in its ability to interact not only with users but also with other technologies such as cameras, mobile devices, sensors and apps.

These innovative tools are capable of in-depth data processing, intelligent analysis and promotion of linked products and services, and equally important, delivering aggregated data to retail stakeholders. This empowers them with the information they need to make smarter, faster, stronger sales.

Retail is mobilising around digital

Savvy retailers have begun to understand that any electronic display can be part of the digital signage ecosystem, and subsequently, we’re seeing an influx in mobile devices serving as micro sales centres in brick-and-mortar stores.

Equally intriguing, smartphones and tablets transformed by today’s web-based digital signage solutions may travel withpeople rather than get passed by. Now that’s a sales opportunity no retailer can pass up.

Community is king

Social media is a huge part of the retail experience. Often it serves as the brand’s first impression or creates yet another channel with which to reach out to current and prospective customers.

But more recently, retailers have begun tapping into the value of consumer-generated content by implementing social media strategies into their digital signage campaigns. As photo sharing and hashtagging become the new word-of-mouth, we’re seeing more retailers investing in technology that makes those content experiences more shoppable.

Imagine a world where your social media community doubles as your online catalogue. One click and the content your friend just shared can be in your checkout cart.

Digital signage at the point of sale stillworks

It may be an oldie, but it’s a goodie. Digital displays throughout the store help inform and inspire consumers to buy. Digital screens not only showcase potential products or services of interest, they also reduce perceived wait times at checkout. Best of all, they work.

According to an InfoTrends survey, digital signage at the point of sale can help retailers increase sales volumes by nearly 32%.